O Comportamento de Consumidores Diante da Prática do Greenwashing

Increasingly, consumers have taken on a questioning role by requiring companies to follow environmental preservation standards. Still, they often find it difficult to identify those companies that are considered to be truly sustainable. And this confusion, as a rule, encourages the practice of green...

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Autores principales:	Letícia Sousa Fialho, Fábio Freitas Schiling Marquesan
Formato:	article
Lenguaje:	PT
Publicado:	Universidade Regional do Noroeste do Estado do Rio Grande do Sul 2018
Materias:	consumer behavior green shopping greenwashing conar Economic growth, development, planning HD72-88
Acceso en línea:	https://doi.org/10.21527/2237-6453.2018.45.400-418 https://doaj.org/article/d517ccb5bcd94cabb9cca8117ff84441
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spelling	oai:doaj.org-article:d517ccb5bcd94cabb9cca8117ff844412021-11-11T15:16:09ZO Comportamento de Consumidores Diante da Prática do Greenwashing1678-48552237-6453https://doi.org/10.21527/2237-6453.2018.45.400-418https://doaj.org/article/d517ccb5bcd94cabb9cca8117ff844412018-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=75257033023https://doaj.org/toc/1678-4855https://doaj.org/toc/2237-6453Increasingly, consumers have taken on a questioning role by requiring companies to follow environmental preservation standards. Still, they often find it difficult to identify those companies that are considered to be truly sustainable. And this confusion, as a rule, encourages the practice of greenwashing. Therefore, the National Council for Self-Regulation (Conar), the body responsible for receiving, evaluating and judging possible greenwashing complaints, has sought to prevent consumers from being deceived by false environmental messages. In this context, this article aims to investigate the behavior of consumers towards the practice of greenwashing. The research has a qualitative character and used as a data source both the Conar website (which supported the accomplishment of a documentary research) and the results obtained by means of the application of a questionnaire developed from the survey software development Survey Monkey. The results showed that even consumers being skeptical of green advertising do not have adequate knowledge about the meaning of greenwashing, do not seek to verify the truthfulness of the information advertised, and are divided between whether or not to report a greenwashing case, justifying Especially not knowing the Conar. It is concluded that consumer awareness is changing gradually, but it is still necessary to behave more critically when it comes to greenwashing in order to reduce this practice.Letícia Sousa FialhoFábio Freitas Schiling MarquesanUniversidade Regional do Noroeste do Estado do Rio Grande do Sularticleconsumer behaviorgreen shoppinggreenwashingconarEconomic growth, development, planningHD72-88PTDesenvolvimento em Questão, Vol 16, Iss 45, Pp 400-418 (2018)
institution	DOAJ
collection	DOAJ
language	PT
topic	consumer behavior green shopping greenwashing conar Economic growth, development, planning HD72-88
spellingShingle	consumer behavior green shopping greenwashing conar Economic growth, development, planning HD72-88 Letícia Sousa Fialho Fábio Freitas Schiling Marquesan O Comportamento de Consumidores Diante da Prática do Greenwashing
description	Increasingly, consumers have taken on a questioning role by requiring companies to follow environmental preservation standards. Still, they often find it difficult to identify those companies that are considered to be truly sustainable. And this confusion, as a rule, encourages the practice of greenwashing. Therefore, the National Council for Self-Regulation (Conar), the body responsible for receiving, evaluating and judging possible greenwashing complaints, has sought to prevent consumers from being deceived by false environmental messages. In this context, this article aims to investigate the behavior of consumers towards the practice of greenwashing. The research has a qualitative character and used as a data source both the Conar website (which supported the accomplishment of a documentary research) and the results obtained by means of the application of a questionnaire developed from the survey software development Survey Monkey. The results showed that even consumers being skeptical of green advertising do not have adequate knowledge about the meaning of greenwashing, do not seek to verify the truthfulness of the information advertised, and are divided between whether or not to report a greenwashing case, justifying Especially not knowing the Conar. It is concluded that consumer awareness is changing gradually, but it is still necessary to behave more critically when it comes to greenwashing in order to reduce this practice.
format	article
author	Letícia Sousa Fialho Fábio Freitas Schiling Marquesan
author_facet	Letícia Sousa Fialho Fábio Freitas Schiling Marquesan
author_sort	Letícia Sousa Fialho
title	O Comportamento de Consumidores Diante da Prática do Greenwashing
title_short	O Comportamento de Consumidores Diante da Prática do Greenwashing
title_full	O Comportamento de Consumidores Diante da Prática do Greenwashing
title_fullStr	O Comportamento de Consumidores Diante da Prática do Greenwashing
title_full_unstemmed	O Comportamento de Consumidores Diante da Prática do Greenwashing
title_sort	o comportamento de consumidores diante da prática do greenwashing
publisher	Universidade Regional do Noroeste do Estado do Rio Grande do Sul
publishDate	2018
url	https://doi.org/10.21527/2237-6453.2018.45.400-418 https://doaj.org/article/d517ccb5bcd94cabb9cca8117ff84441
work_keys_str_mv	AT leticiasousafialho ocomportamentodeconsumidoresdiantedapraticadogreenwashing AT fabiofreitasschilingmarquesan ocomportamentodeconsumidoresdiantedapraticadogreenwashing
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O Comportamento de Consumidores Diante da Prática do Greenwashing

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